Because there was no simple and structured method to build its marketing plans… and even less to coordinate the whole of its acquisition strategy including also sales and communication… we invented the Acquisition Strategy Design ! In this article, I explain what Acquisition Strategy Design is and how you can, with Acquisition Strategy Design, build a marketing plan in a structured way …

What is Acquisition Strategy Design

The Acquisition Strategy Design is a systemic approach focused on the customer journey for:

The actions of the client which allow him to pass these stages of maturity;

Customer emotions throughout the buying journey.

3. The Acquisition Matrix

Once the purchasing path has been defined, you can build your Acquisition Matrix.

The Acquisition Matrix corresponds to what you, as a company, set up in front of each customer action to help them progress in their purchasing journey:

Diffusion channels;

The operations to be carried out;

Intermediate KPIs;

The organization;

Information systems.

4. Prioritization of investments

Once all the operations listed in the Acquisition Matrix, it will be a question of prioritizing their implementation according to:

Your budget ;

Their difficulty of implementation;

Their return on investment;

Their proximity to the purchase, because the more impact a transaction will have on an action by the customer close to the purchase, the faster their return on investment.

This last step taken, you have a complete and structured Acquisition plan.

If this approach interested you, I invite you to download the first 2 chapters of my future book on Acquisition Strategy Design. If you wish to be accompanied to implement this methodology in your company, I also invite you to discover our Acquisition Strategy Design workshops.